5 best examples of augmented reality being used by retailers
I’ve been trying to explain why augmented reality is exciting
and how it could change the world of retail advertising and
customer engagement. It’s a bit like being back in 2006 and
trying to explain why Facebook is better than Myspace, or what
Twitter does. At the moment most marketers would be forgiven for
thinking of augmented reality as being a gimmick. To quote a
marketing director friend of mine,
It’s the sort of thing that
the agency creative might get excited about, and that a few
kids might download but how is it going to drive sales?”
and that’s the point.
When social media was first mentioned I heard exactly the same
reservations, whilst marketeers know it’s interesting, it’s not
interesting. But look at where we have got to with social media.
For most brands, even a couple of years ago social media was
still seen as relatively unimportant as a marketing channel and
often bravely manned by an intern or marketing exec who showed
an interest and was in the “right” demographic. Now, it’s hard
to tweet without coming across a social media director, or
social strategist, or social officer amongst hundreds of
celebrities. Social media has now rightly taken its place as an
important marketing channel, with its own strategy and KPIs. So
how long is it going to take before marketing teams realise the
potential of augmented reality. The technology is constantly
developing, faster processors and better software mean more and
more is possible. If you’re a brand working in FMCG and/or
Retail then you need to understand what augmented is and how it
can help your brand.
Augmented reality is not just:
Wearing funny glasses:
OK, Google have been talking about Google Glasses and I’m very
excited about what Vuzix have been doing with wearable AR, but
that’s a fair way off yet. AR is available to anyone who has a
Being able to see local restaurants:
This is the simplest way to ‘show’ AR, you hold your phone up
and add a property or restaurant ‘layar’ or ‘world’ and rotate
about, looking at the information that appears dynamically on
the screen of your phone.
Having a richer experience of magazines:
Yes it’s very cool to be able to access added content in 3D or
rotate models and clothes.
In fact augmented reality does not need QR codes, the apps can
launch based on an image.
Augmented Reality does:
Allow brands to communicate with consumers in 3D
Dynamically offer content and special offers
Track customer engagement
Top 5 Examples
Here are my top 5 examples of brands that are using augmented
reality. Disclaimer, 3 of these are from the same “AR Browser”
but this does not reflect and endorsement or affiliation.
Heinz Tomato Ketchup
Cadbury Spots & Stripes
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